Center for Continuing Education - UPES

MBCM771D-Marketing Management
Assignment 2

Total Questions: 56
Total Marks: 100

Assignment Information :

The examination will consist of only Objective type (multiple choice) questions
requiring candidates to Mouse-click their correct choice of alternatives against the
related question number. The questions would carry 1 to 5 marks each depending on
the difficulty level of the question as indicated in the table below:

Difficulty Level of Questions:

1 Mark - Direct, Memory based

2 Marks - Memory & Conceptual
3 Marks - Conceptual & Analytical
4 Marks - Analytical based on understanding of concepts
5 Marks - Application based on understanding of concepts
  The question paper will be for 100 marks and considering marks
allotted to each question, the total number of questions would be around
63.
  There will not be negative marking for wrong answers.
  In case candidate does not want to attempt the question he I she
should not mouse-click any option.
  The students are allowed to save the responses and come back
later to resume, complete and "Save and Submit" the assignment.
However, if the Due Date has expired, then the assignment will not be
accessible and will be marked as zero. In such cases, the student can re-
attempt the assignment allocated after enrolling in the subsequent
Semester.
  Once submitted, that answer sheet cannot be retreieved for any
editing. The student has to initiate a new attempt (if allowed), if he has
submitted the assignment by mistake.
  The students are normally allowed 3 chances to attempt and
submit the assignment. The number of attempts availed is displayed under
the "Test Information".
  The Highest Grade of the 3 attempts shall be considered for
grading.
  The assignments are auto evaluated, and hence no chance of re-
evaluation/re-totalling is allowed to the student.
Multiple Attempts This Test
allows 3
attempts. This
is attempt
number 1.
Force Completion This Test can
 be saved and
resumed later.
 Question Completion Status:
QUESTION 1
1. Why is it important for manufacturers to be sensitive to the needs of
their dealers?
Dealers have few legal rights.
Poorly performing dealers will be replaced.
Dealers fail to provide value to the entire
channel system.
Dealer support is essential to creating value for
the customer.
Manufacturers cannot break commitments to
channel.
Note-

2 points   
QUESTION 2
1. Which of the following is an advantage offered by co-branding?
Manufacturers do not have to invest in creating their own brand names.
Retailers have exclusive products that cannot be purchased from
competitors.
A company can expand its existing brand into a category it otherwise
might have difficulty entering alone.
Advertising, sales, promotion, and marketing must be carefully
coordinated.
Brand equity is stabilized.

2 points   
QUESTION 3
1. During which stage of the business buying process is a buyer most
likely to conduct a value analysis, carefully studying components to determine
if they can be redesigned, standardized, or made less expensively?
proposal solicitation
general need
description
order-routine
specification
performance review
product specification

2 points   
QUESTION 4
1. Through ________, many companies today are strengthening their
connections to all partners, from providers of raw materials to components to
final products that are delivered to final buyers.
supply chain management
direct marketing
partnership relationship
marketing
customized marketing
equity marketing

2 points   
QUESTION 5
1. Which business buying situation is the marketer's greatest opportunity
and challenge?
modified
rebuy
straight
rebuy
new task
multiple
rebuys
system
rebuy
2 points   
QUESTION 6
1. Any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor is called
sales
promotion
direct
marketing
advertising
personal
selling
public
relations
2 points   
QUESTION 7
1. Under the following, the market consists of many buyers and sellers
trading in a uniform commodity such as wheat, copper, or financial securities.
pure competition
 monopolistic
competition
oligopolistic
competition
a pure monopoly
anti-trust
agreements
2 points   
QUESTION 8
1. Status, empathy, and persuasiveness are all examples of ________
influences on business buyer behavior.
environme
ntal
individual
interperson
al
organizatio
nal
cultural

2 points   
QUESTION 9
1. Effective positioning begins with ________ the company's marketing
offer in order to give consumers more perceived value.
pricing
aligning
differentiatin
g
promoting
placing

2 points   
QUESTION 10
1. The marketer wants to understand how the stimuli are changed into
responses inside the consumer's ________, which has two parts. First, the
buyer's characteristics influence how he or she perceives and reacts to the
stimuli. Second, the buyer's decision process itself affects the buyer's
behavior.
culture
black
box
belief
 lifestyle
social
class
2 points   
QUESTION 11
1. Price is set to match consumers' perceptions of product value with.
variable cost
pricing
cost-plus pricing
cost-based
pricing
value-based
pricing
every day low
pricing
2 points   
QUESTION 12
1. PoolPak produces climate-control systems for large swimming pools.
The company's customers are more concerned about service support for
maintaining a system than its initial price. PoolPak may use this knowledge to
become more competitive through
target costing
value pricing
cost-plus
pricing
a non price
position
skimming
pricing
2 points   
QUESTION 13
1. A product's position is based on important attributes as perceived by
________.
suppliers
competitors
market
conditions
consumers
managers
 2 points   
QUESTION 14
1. In one way or another, most large companies sell to ________.
consumers
other organizations
employees
not-for-profit
companies
the service sector

2 points   
QUESTION 15
1. Which promotional tool is most effective in building up buyers'
preferences, convictions, and, most importantly, actions?
mass-market
advertising
personal selling
segmented
advertising
sales promotion
public relations

2 points   
QUESTION 16
1. When using price steps, the seller must establish perceived ________
that support the price differences.
nonprice
competitions
quality
differences
quantity levels
images
strategies

2 points   
QUESTION 17
1. 10 people do a web search. In response, they see links to a variety of
web pages. Three of the 10 people choose one particular link. That link then
has a __________ click through rate.
More than
30%
0.3
 Less than
30%
5 points   
QUESTION 18
1. Jolene Enterprises mass produces an all-purpose floor cleaner, mass
distributes it and mass promotes it. This firm uses ________ marketing.
segmented
undifferentiat
ed
traditional
differentiated
none of the
above
5 points   
QUESTION 19
1. JoAnn Fabrics, Inc., has just created a new combination of colors and
fabric types. The firm wants to be sure of the way consumers perceive its new
product. The firm is concerned with the product
idea
concept
image
proposal
presentat
ion
5 points   
QUESTION 20
1. At Fantastic Flavors, a large regional chain of candy stores, employees
from marketing, design, production, and finance work in a cross-functional
group to save time and money in the new-product development process.
Fantastic Flavors uses a(n) ________ approach.
customer-centered new-product
development
sequential new-product
development
team-based new-product
development
innovation management system
consumer composite

5 points   
 QUESTION 21
1. The Pure Drug Company produces insulin, a product with a very stable
demand, even though the price has changed several times in the past two
years. Insulin is a product with ________ demand.
joint
service
inelastic
elastic
fluctuati
ng
4 points   
QUESTION 22
1. FedEx offers its customers fast and reliable package delivery. When
FedEx customers weigh these benefits against the monetary cost of using
FedEx along with any other costs of using the service, they are acting upon
________.
loyalty
relationship marketing
customer-perceived
value
social relationships
a societal marketing
campaign
4 points   
QUESTION 23
1. When a company is involved in several international markets, _____ are
used to handle this international activity.
international divisions
global organizations
export departments
export teams
international marketing
departments
4 points   
QUESTION 24
1. When McDonald's and other fast food restaurants offer value menu
items at surprisingly low prices, they are using
break-even
pricing
 target profit
pricing
value pricing
cost-plus
pricing
bundling

4 points   
QUESTION 25
1. A marketing information system (MIS) consists of people and
procedures to assess information needs, ________, and help decision makers
analyze and use the information.
experiment to develop
information
test market the information
develop the needed
information
critique the needed
information
question the needed
information
1 points   
QUESTION 26
1. Personal selling is the least expensive tool in the marketing
communications mix.

 True

 False

1 points   
QUESTION 27
1. Marketing logistics involves getting the right product to the right
customer in the right place at the right time. Which one of the following is NOT
included in this process?
planning the physical flow of goods and services
implementing the plan for the flow of goods and
services
controlling the physical flow of goods, services,
and information
gathering customer's ideas for new products
A and C

1 points   
 QUESTION 28
1. Which of the following is the set of benefits a company promises to
deliver the customer to satisfy their needs?
a money-back
guarantee
low pricing
customer service
a value proposition
an attribute

1 points   
QUESTION 29
1. It is considered socially irresponsible when the marketing of adult
products spills over into the ________ segment.
elderly
child
animal
minori
ty
senior

1 points   
QUESTION 30
1. In the case of excess demand, ________ may be required to reduce the
number of customers or to shift demand temporarily or permanently.
marketing
demarketing
value
marketing
surplusing
negotiating

1 points   
QUESTION 31
1. Which of the four Ps describes the goods-and-services combination the
company offers to the target market?
price
promoti
on
product
place
 packag
e
1 points   
QUESTION 32
1. Increasing profits will most likely occur at which stage of the PLC?
introduction
maturity
growth
decline
product
development
1 points   
QUESTION 33
1. Mass-media advertising routinely involves a company investing
millions or even billions of dollars to reach tens of ________ of customers with a
single ad.
billions
thousa
nds
millions
hundre
ds
tens

1 points   
QUESTION 34
1. A product is a key element in the ________. At one extreme, it may
consist of pure tangible goods or at the other extreme, pure services.
market
offering
brand
equity
brand
extension
co-branding
value chain

1 points   
QUESTION 35
1. Shampoo marketers rate buyers as light, medium, or heavy product
users. This is ________ segmentation.
 benefit
user status
usage rate
psychograp
hic
occasions

1 points   
QUESTION 36
1. What is one of the primary goals of reminder advertising?
maintain customer
relationships
build brand preference
correct false impressions
inform the market of a price
change
restore company image

1 points   
QUESTION 37
1. A corporate VMS has the advantage of controlling the entire
distribution chain under
a profit-maximizing
strategic plan
single ownership
mass distribution
a few intermediaries
little control

1 points   
QUESTION 38
1. As a purchasing agent, Benni Lopez buys goods and services for use in
the production of products that are sold and supplied to others. Benni is
involved in ________.
consumer buying
behavior
post-purchase
dissonance
retail buyer behavior
business buyer
behavior
 interpretive business
research
1 points   
QUESTION 39
1. Which concept holds that firms must strive to deliver value to
customers in a way that maintains or improves the consumer's and society's
well-being?
marketing
selling
product
societal
marketing
equity

1 points   
QUESTION 40
1. Your current assignment at york Foods is to find the major benefits
people look for in product classes, the kinds of people who look for each
benefit, and the major brands that deliver each benefit. What is this
segmentation method called?
benefit
behavioral
age and life
cycle
psychographi
c
demographic

1 points   
QUESTION 41
1. When determining the number of channel members to use at each
level, three strategies are available: intensive, exclusive, and ________
distribution.
multichan
nel
selective
internatio
nal
direct
extensive

1 points   
 QUESTION 42
1. An advertising objective is classified by its primary purpose, which is to
inform, persuade, or
convinc
e
compet
e
remind
explain
encoura
ge
1 points   
QUESTION 43
1. When General Motors provides payments or price reductions to its new
car dealers as rewards for participating in advertising and sales support
programs, it is granting a(n)
trade discount
functional
discount
allowance
promotional
allowance
trade credit

1 points   
QUESTION 44
1. Which of the following may require heavy advertising in order to be set
apart from similar products?
undifferentiated
brands
specialty brands
international
brands
mature brands
flanker brands

1 points   
QUESTION 45
1. When a company charges the same rate to ship a product anywhere in
the United States, it is using which form of geographic pricing?
F.O.B.
delivered
 F.O.B. factory
F.O.B. origin
uniform
delivered
basing-point

1 points   
QUESTION 46
1. Which of the following refers to the prices that a buyer carries in his or
her mind and refers to when looking at a given product?
target prices
reference
prices
promotional
prices
geographical
prices
dynamic prices

1 points   
QUESTION 47
1. ________ is never simple, yet understanding it is the essential task of
marketing management.
Brand personality
Consumption pioneering
Early adoption
Consumer buying behavior
Understanding the difference between primary and
secondary data
1 points   
QUESTION 48
1. Blogs play an important curatorial role in social media because some
popular blogs are followed by people seeking the best and most interesting
ideas.

 True

 False

1 points   
QUESTION 49
1. Selecting which segments of a population of customers to serve is
called ________.
 market segmentation
positioning
customization
target marketing
managing the
marketing effort
1 points   
QUESTION 50
1. Some companies have adopted following strategy, offering just the
right combination of quality and good service at a fair price.
value-based
pricing
good-value
pricing
cost-plus
pricing
low-price
image
none of the
above
1 points   
QUESTION 51
1. Another name for systems selling is ________ selling.
solutions
blanket contract
vendor-managed
inventory
negotiated contract
periodic purchase

1 points   
QUESTION 52
1. A company's total marketing communications package consists of a
special blend of advertising, sales promotion, public relations, personal selling,
and direct-marketing tools that the company uses to communicate customer
value and build customer relationships. This is also called
the communications
method
integrated marketing
the promotion mix
 competitive
marketing
target marketing

1 points   
QUESTION 53
1. ________ describes changes in an individual's behavior arising from
experience.
Lifestyle
Learning
Perception
Cognitive
dissonance
Aggressiveness

1 points   
QUESTION 54
1. Companies usually develop ________ rather than single products.
product
families
product lines
product
groupings
product
brands
product
images
1 points   
QUESTION 55
1. A(n) ________ is a descriptive thought that a person has about
something.
lifestyle
motive
belief
attitude
percepti
on
1 points   
QUESTION 56
1. Maslow's theory is that ________ can be arranged in a hierarchy.
stimuli
beliefs and
attitudes
perceptions
human needs
decisions